{"id":349780,"date":"2016-04-12T11:06:44","date_gmt":"2016-04-12T15:06:44","guid":{"rendered":"https:\/\/nexusdirect.com\/?p=349780"},"modified":"2016-04-12T11:06:44","modified_gmt":"2016-04-12T15:06:44","slug":"email-marketing-what-is-the-new-normal","status":"publish","type":"post","link":"https:\/\/nexusdirect.com\/sanpablo\/email-marketing-what-is-the-new-normal\/","title":{"rendered":"Email Marketing: What is the New Normal?"},"content":{"rendered":"<p>Leading up to this year\u2019s\u00a0<a href=\"http:\/\/emailevolution.emailexperience.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">DMA Email Evolution Conference<\/a>, I was excited for the opportunity to \u201cgeek out\u201d with other like minds from the direct marketing industry. It\u2019s opportunities like these that allow us to take a step back and develop a fresh perspective on programs for our clients. At this year\u2019s event, we heard from both marketers and agencies \u2014 and across all of the sessions I attended, two topics seemed to bubble to the top as commonalities:<\/p>\n<ul>\n<li>Personalized, one-to-one communications are the new normal when brands speak with their consumers.<\/li>\n<li>Breaking down internal silos to focus programs around the consumer is worth the blood, sweat, and tears.<\/li>\n<\/ul>\n<p>Sure, we\u2019ve all heard that more personalized communication is the future of email \u2014 it\u2019s what consumers expect. However, what was refreshing to hear at\u00a0<a href=\"https:\/\/twitter.com\/hashtag\/EEC2016?src=hash\" target=\"_blank\" rel=\"noopener noreferrer\">#EEC2016<\/a>\u00a0was marketers\u2019 commitment to breaking down their own internal silos to get there. From an agency perspective, this was music to my ears. So often we collaborate with our clients to implement an idea only to hear from their internal business partners that it\u2019s not possible due to the way they are organized. But at the conference, I learned that the key to success comes through a simple approach: test an idea on a small scale, build a business case with the results, and sell the broad scale plan to internal stakeholders. The old adage \u201cthe proof is in the pudding\u201d is holding true in this case. The advice that came with this approach resonated with me:<\/p>\n<ul>\n<li>Leverage technology currently in place that may be underutilized to do the things you need to do.<\/li>\n<li>Find a few key partners across various internal groups committed to your goal.<\/li>\n<li>Selling isn\u2019t just for salespeople.<\/li>\n<\/ul>\n<p>After email programs have been rolled out, the need for new ideas to reach consumers doesn\u2019t stop. Marketers are leveraging the in-roads they\u2019ve made internally to test new technology, such as personalized video, and communicate with consumers in new ways.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-351601\" src=\"https:\/\/nexusdirect.com\/wp-content\/uploads\/2016\/04\/data-driven-email-quote-300x252.png\" alt=\"\" width=\"300\" height=\"252\" srcset=\"https:\/\/nexusdirect.com\/sanpablo\/wp-content\/uploads\/2016\/04\/data-driven-email-quote-300x252.png 300w, https:\/\/nexusdirect.com\/sanpablo\/wp-content\/uploads\/2016\/04\/data-driven-email-quote.png 476w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>More and more marketers are buying into this approach, and they are seeing big benefits \u2014 one marketer saw an 80% increase in email engagement, leading to increased revenue during a typically quiet month (Clark R. Cummings, Email Evolution Conference 2016).<\/p>\n<p>This is a win for both marketers and consumers \u2014 marketers can communicate more efficiently and achieve higher ROI, and consumers get the information they want, whenever and however they want it.<\/p>\n<p>Bottom line \u2014 1:1 communication is the new normal, and finding a way to make that happen is becoming routine, both on the brand side as well as the agency side. So if you\u2019re still of the mind set that these tactics are the \u201cfuture of email,\u201d prepare yourself \u2014 because the future is now.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Leading up to this year\u2019s\u00a0DMA Email Evolution Conference, I was excited for the opportunity to \u201cgeek out\u201d with other like minds from the direct marketing industry. It\u2019s opportunities like these that allow us to take a step back and develop a fresh perspective on programs for our clients. At this year\u2019s event, we heard from [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":350565,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[38,36],"tags":[],"class_list":["post-349780","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-social","category-idea-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email Marketing: What is the New Normal? | Nexus Direct<\/title>\n<meta name=\"description\" content=\"Leading up to this year\u2019s\u00a0DMA Email Evolution Conference, I was excited for the opportunity to \u201cgeek out\u201d with other like minds from the direct marketing industry. 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It\u2019s opportunities like these that allow us to take a step back and develop a fresh perspective on programs for our clients.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/nexusdirect.com\/sanpablo\/email-marketing-what-is-the-new-normal\/\" \/>\n<meta property=\"og:site_name\" content=\"Nexus Direct\" \/>\n<meta property=\"article:published_time\" content=\"2016-04-12T15:06:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/nexusdirect.com\/sanpablo\/wp-content\/uploads\/2019\/06\/email-what-is-the-new.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"hemanthkp@yourdigitalagents.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"hemanthkp@yourdigitalagents.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/email-marketing-what-is-the-new-normal\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/email-marketing-what-is-the-new-normal\\\/\"},\"author\":{\"name\":\"hemanthkp@yourdigitalagents.com\",\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/#\\\/schema\\\/person\\\/8b03de9a4f86866ae2a6325b70367b96\"},\"headline\":\"Email Marketing: What is the New Normal?\",\"datePublished\":\"2016-04-12T15:06:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/email-marketing-what-is-the-new-normal\\\/\"},\"wordCount\":463,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/email-marketing-what-is-the-new-normal\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/wp-content\\\/uploads\\\/2019\\\/06\\\/email-what-is-the-new.jpg\",\"articleSection\":[\"Digital Social\",\"Idea Blog\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/email-marketing-what-is-the-new-normal\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/email-marketing-what-is-the-new-normal\\\/\",\"url\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/email-marketing-what-is-the-new-normal\\\/\",\"name\":\"Email Marketing: What is the New Normal? | Nexus Direct\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/email-marketing-what-is-the-new-normal\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/email-marketing-what-is-the-new-normal\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/nexusdirect.com\\\/sanpablo\\\/wp-content\\\/uploads\\\/2019\\\/06\\\/email-what-is-the-new.jpg\",\"datePublished\":\"2016-04-12T15:06:44+00:00\",\"description\":\"Leading up to this year\u2019s\u00a0DMA Email Evolution Conference, I was excited for the opportunity to \u201cgeek out\u201d with other like minds from the direct marketing industry. 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